How to add schema markup
- Choose the schema type that matches your page.
- Fill in the fields. Empty optional fields are left out of the code.
- Copy the JSON-LD code and paste it into the page’s HTML — in the
<head>or anywhere in the<body>. - Test the page with Google’s Rich Results Test and the Schema.org validator, then monitor the Enhancements reports in Search Console.
What is schema markup?
Schema markup (structured data) is code that describes your content in a standard vocabulary from Schema.org, so search engines understand exactly what a page is about — a business, a product with a price, an article with an author. Google recommends the JSON-LD format, which sits in a separate script tag and doesn’t affect how the page looks.
Schema types and what they can unlock
| Type | Use on | Possible benefit |
|---|---|---|
| LocalBusiness | Your contact or home page | Helps Google confirm your name, address, phone and opening hours |
| Organization | Home page | Logo, social profiles and contact details in knowledge panels |
| Article | News articles and blog posts | Better understanding of headline, author, date and image |
| Product | Product pages | Price, availability and review stars in results |
| FAQPage | Pages with questions and answers | FAQ rich results are now limited by Google to authoritative government and health sites, but the markup still describes your content |
| BreadcrumbList | Any page in a hierarchy | Breadcrumb trail in place of the URL |
Rules to follow
- Mark up only what is visible on the page. Structured data must match the content users see. Marking up hidden or false information can lead to a manual action.
- Don’t add review ratings to your own business pages (self-serving reviews are not eligible for stars).
- Rich results are never guaranteed — Google decides whether to show them.
- Keep data up to date, especially prices, availability and opening hours.
Want to check your JSON is well-formed? Paste it into our JSON Formatter.
Frequently asked questions
What is JSON-LD?
JSON-LD is a way to add structured data in a <script type="application/ld+json"> tag. It is Google’s recommended format because it keeps the markup separate from your HTML.
Where do I paste schema markup?
Anywhere in the page’s HTML — the <head> is common. In WordPress, use a plugin or a custom HTML block.
Will schema markup improve my rankings?
It is not a direct ranking factor, but it helps search engines understand your content and can make pages eligible for rich results, which improve click-through.
Do FAQ rich results still work?
Since 2023, Google shows FAQ rich results mainly for well-known government and health websites. The markup is still valid and harmless for other sites.